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November 5 is a notable day in the UK calendar. Each year, the British population marks Guy Fawkes Night (or Bonfire Night) with firework displays to remember the failed plot to destroy the House of Lords in Westminster, London, back in 1605.

But November 5 also took on another particular relevance this year, as Christopher Ward unleashed its own marketing pyrotechnics with our first ‘Out-of-home’ campaign. It marks the culmination of over a year’s market research and will see a variety of CW ads featured throughout many of the capital’s most prominent stations. Our Head of Marketing Helen McCall explains more:

Marking the first time CW has run a marketing campaign via this kind of media, it represents the largest spend on advertising in the month of November that the company has made in its history. It’s a confident brand debut to a new, bigger audience.

‘Out-of-home media’ refers to the screens and posters you often see in outdoor public places. CW will be on the large full-motion screens beside timetable boards in major rail termini, and on cross-track posters in tube stations. Advertising here is perfect for attracting mass reach of a wide demographic target – which in our case, is business commuters travelling into and out of central London via mainline train and London Underground lines. Specifically, we know this to be a ‘connected’ audience – with smartphones and devices, ready to search the brands seen in out of home – so our creative prompts online research with the line ‘Do Your Research’. Indeed, we have done plenty of our own market research in planning and buying the media spaces, and developing the ads for this campaign.

The full-motion ad questions some of what different aspects of luxury means, hopefully provoking thought and research – which we know is a big part of thinking about buying a new watch. It’s 20 seconds long and shares 5.5% of time on screen, shown in 11 rail stations throughout London. The cross-track posters are in 10 Underground stations at interchanges with the main lines. Running from November 5th for 4 weeks, the ads are supported by additional Evening Standard advertising and online activity throughout the month.

Since this is a test we’re very keen to hear feedback about any aspect of the campaign, either direct to marketing@christopherward.co.uk or you can tag us via social media:

Facebook: christopherwardlondon

Twitter: chriswardlondon

Instagram: chriswardlondon

You may be one of the 5,000 UK recipients of the most recent Christopher Ward Magazine, Loupe 11, to have received it ‘naked’.

Why are we putting so many ‘naked’ magazines into the postal system? Is it a mistake, or a hiccup in the print process? Not so. It’s all part of Christopher Ward’s ongoing effort to become more eco-friendly. In some small ways, we can make a difference, and we believe in making all the small changes that we can, in order to make the biggest difference we are capable of.

Loupe magazine’s circulation is bigger than you’d think. At 40k+ issues a season, printed 4 times a year, it rivals many newsstand publications in terms of its reach and readership. And as publishers of such a prolific title, Christopher Ward are more than aware of the potential environmental impacts of all that paper, and particularly the plastic polybag wrap it’s delivered in.

So what to do to reduce the impact to the environment of this productive and profitable publication – one that’s hugely popular among our customer base, and we have intentions of growing and spreading even further? How do we make our Loupe magazine more eco-friendly?

To this end, we’re testing different methods of mailing Loupe. Absolutely the cleanest option bar none is to send Loupe unwrapped – as we have tested to the 5,000 UK recipients mentioned above – but there are risks to this, like the magazine getting damp or bent in the mail.

Of course, there are other ways to wrap the magazine with more environmentally-friendly substrates than plastic polywrap. For example, compostable potato starch wraps are next in line to be tested, and could prove useful for overseas deliveries where additional sheets of paper are enclosed with the magazine, and need to be held together in transit. The magazine is already printed and produced in the UK, saving on air miles, but we are also looking into print options for carbon offsetting, and intend to make the publication fully carbon neutral in 2019.

We really want to get feedback on the condition the magazines arrive in that we’ve sent in the ‘naked’ test, so do get in touch with us at marketing@christopherward.co.uk.